Alcohol industry in Finland dissatisfied with new law allowing stronger drinks in grocery stores

The alcohol industry in Finland is expressing significant dissatisfaction with the recent amendment to the alcohol law, which allowed stronger alcoholic beverages to be sold in grocery stores starting in June. Industry stakeholders are now lodging complaints with the European Union, including the Finnish Alcoholic Beverage Retailers Association (SAJK) and its European counterpart, SpiritsEurope, which has already submitted its grievances to the Commission.

Susanna Heikkinen, CEO of SAJK, stated that SpiritsEurope shares their concerns, highlighting that the issue transcends national borders and impacts foreign companies’ fair access to the Finnish market.

The Finnish Breweries and Soft Drinks Association is preparing its own complaint to be submitted to the EU by September. Acting CEO Katriina Jaakkola criticized the law’s production method restriction, which permits the sale of 8% alcoholic beverages made through fermentation, while limiting wine-based drinks to a maximum of 5.5% alcohol content. She argued that consumer health should not be regulated based on production methods but rather according to alcohol strength, as consumers cannot discern production methods from the product.

Jaakkola emphasized that distinguishing between manufacturers based on production methods creates an unequal playing field, contradicting EU regulations. She also noted that the Finnish government’s justification for promoting fermentation-produced beverages on health grounds does not hold up when examined.

Despite these concerns, the Finnish government moved forward with the amendment after the EU Commission issued a warning, stating that health justifications were insufficient. Should the Commission rule against the discriminatory treatment of products, industry representatives are prepared to escalate the matter to the European Court of Justice. Meanwhile, Heikkinen reported a notable decline in sales for their member companies, particularly through the state-owned retailer Alko.